Irish Podcast Awards 2023: Best commercial strategy

Podcasts are an undeniably powerful tool when it comes to building revenue, and the best examples are those that employ a smart and diversified approach to bringing in the bacon. This category rewards creative thinking in commercial strategy, twinning outstanding editorial content with sensible business goals and ambitious execution.

Winner: Crime World

To make a good commercial podcast, you need both a great idea for a show and excellent execution. Crime World’s Dingle Whiskey Movie Club managed both with aplomb.

Over the course of five episodes, the show blended the popular true crime genre with movie analysis, with guests examining some of the best gangster films from a historical context, assessing their portrayal of real-life events. The sixth and final episode was a live one recorded at The Sugar Club in December 2022, with tickets won via a social media competition (with Dingle’s Whiskey served to guests).

With coverage in the Sunday World and a photoshoot of guests dressed as characters from classic gangster films, the six episodes reached over a million listeners, with 200 lucky fans attending the live Sugar Club finale. In all, the podcast’s social and media coverage is estimated to have reached over 4.5 million potential listeners.